HARIANEXPRESS – Apple captured 49 percent of total global smartphone revenue in Q2 2026, marking a record performance amid ongoing market challenges. (2/8/2026)
This achievement represents Apple’s highest second-quarter revenue share ever. The company’s iPhone line experienced a 22 percent increase in revenue year-over-year.
This growth positioned Apple as the fastest-growing producer among the top five global phone brands. Global smartphone revenue grew by 7 percent annually.
Apple maximized market opportunities by increasing the average selling price (ASP) of iPhones. The iPhone ASP rose to USD 946 (approximately Rp 17 million) in Q2 2026, up from USD 879 (Rp 15.8 million) in the previous year.
Apple also recorded its best second-quarter shipment volume, securing a 21 percent market share. This figure improved from 17 percent in the prior period.
Despite this, Apple ranked second in volume, trailing Samsung, which held a 23 percent market share. Conversely, most of Apple’s competitors faced declines in shipments.
Xiaomi, for instance, saw the sharpest correction; its market share dropped from 14 percent to 11 percent, with unit shipments plummeting by 26 percent year-over-year. The current smartphone industry is significantly affected by a global memory chip scarcity.
This component price surge has compelled many Android phone manufacturers to considerably raise product prices. Apple, however, adopted a different approach by maintaining stable iPhone prices, absorbing raw material cost increases.
Apple’s growth was primarily fueled by high demand for the iPhone 17 series. Specifically, the standard iPhone 17 and the premium iPhone 17 Pro Max models were key drivers.
The dominance of these premium variants bolstered Apple’s market penetration in regions including China, Europe, and developing countries. Despite its positive record, Apple is not expected to be immune to industry pressures indefinitely.
Counterpoint’s report aligns with Apple’s official warning from its Q3 fiscal 2026 earnings announcement. Apple management cautioned that supply chain constraints would significantly escalate in the upcoming quarter (September period), potentially affecting the availability of iPhones, iPads, and Macs.
Analysts anticipate that Apple may begin adjusting its product selling prices in the coming quarters. This would be done to sustain profit margins.
